Research of factors that influence the trademark policy of an enterprise
DOI:
https://doi.org/10.15587/2312-8372.2017.119851Keywords:
trademark, branding, portfolio of trademarks, alcoholic beverages producers.Abstract
The object of research is the marketing activity of enterprises producing alcoholic beverages in the field of trademark policy. One of the most problematic places is the process of making decisions on the formation of a portfolio of trademarks.
The research used methods of comparative comparison of the activities of wineries of different countries, logical generalization of the results of consumer research conducted by specialists, analysis and synthesis of approaches to the classification of types of trademarks.
A list of factors influencing the decision-making on the composition of the company's trademark portfolio has been obtained. In particular, it is determined that it is important to match the positioning of the trademark to the positioning of the brand of the company as a whole. This is due to the fact that the proposed list of factors take into accounts not only economic characteristics, but also purely marketing ones. Based on the example of one of the leading enterprises, it is shown that due to changes in the external environment, the trademark portfolio is revised. In the future, a methodology will be developed that will take into account these factors.
By taking into account these factors, the company will be able to develop an effective brand strategy, improve the image and increase the level of customer loyalty. This will increase the market share of the enterprise even in conditions of partial uncertainty.
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Copyright (c) 2017 Olga Solodova, Olena Golubyonkova
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